Consumer Behavior

This course introduces students to how marketers use scientific research to understand the psychological processes involved in consumer behavior. Students learn the concepts and theories of behavioral science that are used to understand and predict behavior in the marketplace, as well as to forecast demand analysis for products and services. Through examining case histories of how the theory and practice of consumer behavior are applied, students gain an understanding of how to plan, develop, and implement marketing strategy and how to use the framework of consumer behavior for decision making in marketing management. The course explores contemporary concepts of storytelling and narrative constructs to emotionally connect with consumers and examines neuroscientific research and social listening techniques to evaluate engagement and response.